Conveying Complex Science with Animation

Creating a compelling way to explain what your technology or device does—and why it matters—is vital to your company and product’s success.

The first rule of storytelling is to show, not tell. Many devices and the concepts, science, and processes they are based on aren’t easily described. With complex subject matter, 2D or 3D animated videos create a visual story—a story that simplifies the subject matter by showing, not telling, how it works.

Why Animation Explainers Work

Animation explainer videos are captivating. They make an impact. The marketing firm Unbounce has shown that animated explainer videos increase conversion rates by 20%. Research shows that four times as many clients would rather watch a video about a product than read about it. Why? Because 65% of humans are visual learners, and 90% of the information transmitted to the brain is visual. Plus, there are Search Engine Optimization (SEO) benefits for using video on your website.

Get Your Story Straight

In most cases, 90 seconds or less is the ideal length for an animated explainer video. According to ComScore, shorter videos have a higher retention rate, with videos over 3 minutes losing up to 50% of viewers half way through. So a company needs to decide on what to include, or not include, in their animation. Is every step of the process important to convey? What’s the challenge that the product is solving?

A company needs to ask these hard questions—and it needs to align on the answers. Creating an animated explainer video helps a company focus its marketing messaging. It showcases the key differentiator. Some videos are metaphorical in their approach, providing answers to the high level issues. Other videos are more technical and detailed.

Clear, Concise, Captivating

A company invests a vast amount of time, talent, and resources launching a new technology or device. An animated explainer video communicates the complexity in a way that is engaging and impactful. It brings the story to life, helps clients understand the technology or device’s importance—and most important, why they need it.